Popchips makes air-popped chips that are distinctive from fried and even baked chips. To distinguish their product from the many similar products out there, the packaging had to do the talking. They achieved this with a look that is spare, friendly and a little bit gourmet. Here's why I think the look works:

  • Rounded sans-serif type says we-don't-take-ourselves-too-seriously in a friendly way without being silly
  • Lots of open space with rich color and slight canvas texture that adds a gourmet feel and helps it stand out among much busier packaged snacks
  • The chips are photographed with a shallow depth-of-field and appear to be floating, which reinforces the airy quality of the chips. The look is enhanced by carefully staged shadows.

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